Whataboutism or whataboutery (as in "what about…?") denotes in a pejorative sense a procedure in which a critical question or argument is not answered or discussed, but retorted with a critical counter-question which expresses a counter-accusation. From a logical and argumentative point of view it is considered a variant of the tu-quoque pattern (Latin 'you too', term for a counter-accusation), which is a subtype of the ad-hominem argument.[1][2][3][4]

The communication intent is often to distract from the content of a topic (red herring). The goal may also be to question the justification for criticism and the legitimacy, integrity, and fairness of the critic, which can take on the character of discrediting the criticism, which may or may not be justified. Common accusations include double standards, and hypocrisy, but it can also be used to relativize criticism of one's own viewpoints or behaviors. (A: "Long-term unemployment often means poverty in Germany." B: "And what about the starving in Africa and Asia?").[5] Related manipulation and propaganda techniques in the sense of rhetorical evasion of the topic are the change of topic and false balance (bothsidesism).[6]

Some commentators have defended the usage of whataboutism and tu quoque in certain contexts. Whataboutism can provide necessary context into whether or not a particular line of critique is relevant or fair, and behavior that may be imperfect by international standards may be appropriate in a given geopolitical neighborhood.[7] Accusing an interlocutor of whataboutism can also in itself be manipulative and serve the motive of discrediting, as critical talking points can be used selectively and purposefully even as the starting point of the conversation (cf. agenda setting, framing, framing effect, priming, cherry picking). The deviation from them can then be branded as whataboutism.[citation needed]

Both whataboutism and the accusation of it are forms of strategic framing and have a framing effect.[8]